Whether you are launching a new product or service, or developing your brand with a worthwhile story, there are ways to rise above the noise so that your target audience can actually see and hear you. Gaining their attention, of course, is not enough. Once you have their attention, you have to persuade them.
When it comes to the power of persuasion, it’s important to make something acutely clear: Your job is not to directly persuade anyone of anything. Persuasion has little to do with your ability to convince someone of something. Your mission, if you choose to accept it, is to give people just enough information on your product or idea that they will persuade themselves.
When Southwest gabs about Transfarency, you think, “Finally. Yes. That’s for me. At last, an airline that gets me.”
When you think about LinkedIn, you probably don’t think social media network. Instead, this thought might cross your mind: “Here’s where I can stalk the fine citizens of the business world” (in a nice way, of course).
Persuasion gets a bad rap
If it’s done right, persuasion doesn’t have to be manipulation. It’s not a used car salesman trying to get you into a 2010 Dodge Durango. Persuasion is stating your case by showing more than telling. Walking the walk tops talking the talk. Persuasion is all the stuff you do that, when it comes together, helps others arrive at their own conclusions as to why this must-have product or idea fits wonderfully into their lives.
Persuasion performed perfectly doesn’t convince people to do something. People convince themselves.
Consumers connect their own dots.
You nudge, they judge
But the rules of the game have changed quite a bit since social media arrived....
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